This will allow Betsson to introduce its online casino offering under the esteemed Rizk brand to Serbian players.
Rizk, a subsidiary of Zecure Gaming, became part of the Betsson family in 2020.
The Serbian launch aligns with Betsson's commitment to geographical expansion and market diversification. The Central and Eastern Europe and Central Asia (CEECA) region, where Serbia is located, contributed a substantial 43% of the group's revenue in the second quarter of 2023.
Andrew Valenzia, Commercial Director for Zecure Gaming, said: "Serbia is an exciting new market for our brand, Rizk. We're eager to replicate our successes in other markets as we see tremendous potential and opportunities awaiting us there."
Ronni Hartvig, CCO of Betsson Group, said: "They have revitalised the essence of the Rizk brand, rekindling its inherent fun and excitement and expertly applied their knowledge to multiple markets."
As a second development, Betsson has also announced a strategic partnership with Bethard, an online gaming operator with licences across various European jurisdictions.
Betsson will be the exclusive provider of fully managed sportsbook services for Bethard's diverse player base in key markets such as Sweden, Ireland and Malta.
Jesper Svensson, CEO of Betsson Operations, said: “We are delighted to be chosen as the preferred sportsbook provider for Bethard.
“This partnership was initiated based on our shared commitment to delivering unparalleled player experiences and exciting sports betting opportunities across our markets.”
Frank Heinänen, Bethard MD, added: "When we were looking at options to take our sportsbook offering to the next level, it was an obvious choice to select Betsson as our partner.”
